You’ve previously told us you gravitate towards brands you like or use. Was that the case withThums Up?

It’s my favourite cola by a long shot. Around three or four times a year, I have to do body shots which requires one month of dieting. So I pick and choose. If I go out, I ask for Thums Up and if don’t have it, I won’t take any other cola. More than any other brand, it’s been part of my childhood. Even before Coca-Cola, we had Thums Up. Taste The Thunder was the first tagline I would say as a child; it sounded so cool! I remember my dad was squash partners with Mr Ramesh Chauhan back in the day and when I was introduced to him, as the guy who makes Thums Up, I thought he was a total celebrity. At least in this category, there have been offers, very lucrative ones. But I said ‘no I’m going to hold out for the one.’ And I’m glad I did. It was surreal yesterday shooting with the leather jacket with the logo on. I was like Daaaammmmnnnn! The attitude of Thums Up resonates with me more than any other. Everything it stands for is organically part of this thing that’s referred to as my persona. Every time there was a gear shift in the messaging, it has always resonated with me more and more.

Do you think the legacy of memorable advertising is an advantage or a disadvantage when it comes to doing something new?

I don’t know about that…but it’s an honour and a privilege. I feel I’m being rewarded for the work I’ve put in.

Have you contributed to the creative process?

I don’t impose — that is something created by rival agencies to de-sell me. They didn’t manage to do it with Thums Up; in your face! But I’m happy to offer my inputs whenever asked.